Berlei breaking the usual lingerie fashion mould

Renowned for supporting Australian women for over 100 years, Berlei continues to lead the intimate’s category, offering an authentic representation of women with the launch of their AW18 campaign.

Featuring Australian models, Stefania Ferrario, Jennifer Atilemile, Hana Schlesinger and Nadine Bush, the AW18 collection features a stylish and supportive offering for fuller figures and busts.

Stefania Ferrario, who recently was a face of Melbourne Fashion Week, is incredibly proud to be a part of Berlei’s new season campaign. ‘I love that together with Berlei we are championing and promoting diversity in all its forms. As a mass Australian brand Berlei has such a significant influence in the intimate’s space and being at the forefront of this movement will drive the industry to focus on catering to the needs of all customers and championing models beyond a size 8 and outside a particular age range’.

Through all of its campaigns, Berlei aims to inspire women to invest in themselves so they can confidently be at their best. Berlei Senior Marketing Manager, Zoe Hayes said, ‘As a leader in bras we embrace the responsibility of reflecting a much more diverse and inclusive cast of women in our communications. Our 100 year history is based in supporting the broad spectrum of wonderful female figure types. We continue to be true to that legacy by proudly featuring the beautiful diversity of women and hope to inspire women to self care, self prioritise and self love with our new campaign.’

Keeping customer feedback at the centre of design and innovation, Berlei’s design team consulted with women from around Australia to ensure they were delivering to what they need for this new collection. Head Designer for Berlei Innovation Adele Kershaw said, ‘It’s incredibly important for us to continue to evolve our product offering in line with the needs of our customers. Our fuller busted and fuller figured customers have told us that they are desperate for pretty, stylish bras with the support that Berlei is renowned for within their size range.”

Berlei have extended their popular Lift and Shape and Luxury Lace collection to include bras with stylish mesh and lace detailing in a range of modern hues for sizes up to a G-H cup. To ensure women always feel their very best, the updated range delivers a broader range of fashion-forward bras that are supremely comfortable for those women blessed with bigger busts.